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He uses Godin's "Tribes"concept a lot. I guess if the author had stated clearly that this book was a pastitsio, or a mix of other marketing books, I could actually give it 4 stars. The core of the book is a check list from the company's mission to communication to the points of contact with the customer, much like a homework marketing managers should be doing already. Then he spends a good time explaining how the consumer has a specific mind niche for each category, a concept that is present in the 1980 book "Positioning", by Ries and Trout. Is this an editorial marketing ploy.If you are not bothered by this, then go ahead and buy the book. However, the book doesn't bring ONE new idea into the stage.
I am mesmerized, because the author recommends these very books he got all the ideas from, in the end of his text. Indeed, it is a great short summary of marketing common sense, and one which I could easily refer students to. Drop a little Aaker into the mix and you have ZAG. They are all ideas from other authors, whom surprisingly recommend the book, when they should instead be suing Neumeier for plagiarism. The very concept of ZAG, a catch word if there was ever one, is the same as Seth Godin's Purple Cow: a unique differentiation concept that would put you ahead of the competition. So, is it ok now to almost cut & paste other works as long as you mention them in the appendix.
It is an easy read and the ideas are useful.
Both books are very concise yet more informative than any other that I've read on the subject. This is a fantastic book. Neumeier can convey in a picture what other experts struggle to convey in 200 pages. Truly. I'm not one to write reviews but I was so impressed with Zag and The Brand Gap (one of his other books) that I felt compelled to write one. I found myself wanting to highlight the whole thing. I highly recommend reading both books.
If you are reading reviews you are wasting time. Buy this book. While you are at get the Brand Gap, too.
A flight-time read with a couple decade's worth of info. Neumeier defines Zag, builds the business case and gives you a step by step to creating or reestablishing a strong brand. With his succinct approach you can quickly establish " Our brand/product is the only _____that ____." Then you can zag.
If you loved The Brand GapThe Brand Gap: Expanded Edition, as I did, you'll also love Zag. Marty makes the complex clear, and helps those whose need to get a good message out succeed.
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